Senior Manager, Insights

4 weeks ago

Toronto, Ontario, Canada AIP Connect Full time
Job Summary

We are seeking a highly skilled Senior Manager, Insights to join our team at AIP Connect. As a key member of our marketing team, you will be responsible for championing a deeper understanding of the consumer/shopper across the organization and spearheading initiatives to unlock and integrate insights into marketing decisions.

Key Responsibilities
  • Strategic Development: Partner with marketing colleagues and the VP of Marketing to develop key brand goals, objectives, and strategies, leveraging consumer/shopper insights and category knowledge to identify and articulate issues and growth opportunities for the brand and the Incubator portfolio.
  • Brand Planning: Utilize insights to shape and prioritize key strategic issues and anticipate future consumer/shopper insight needs to support long-term brand plans, analyzing marketing spend efficiency, effectiveness, and creative performance, ensuring alignment with brand equity drivers and marketing mix decisions.
  • Marketing Communications: Build collaborative partnerships with the internal agency team, ensuring insights inspire new creative directions and impactful communication plans, integrating strategic consumer insights into briefs and measuring the return on brief.
  • Innovation: Identify and champion growth strategies based on consumer trends and unmet shopper needs, providing thought leadership on new product development opportunities and leading the monitoring and analysis of new product activity by category.
  • Research Planning, Design & Execution: Apply a balanced 'risk/reward' approach to research design and consumer/shopper insights, fostering collaborative relationships with key research suppliers and providing leadership on research design and methodology, ensuring consistency and validity across research programs.
  • Insight Implementation/Integration: Drive consumer/shopper-centric decision-making within the marketing team, identifying and leveraging common insights across brands and categories, and ensuring key consumer and shopper trends are embedded in cross-functional decision-making processes.
  • Financial Management: Manage the marketing research budget and ensure resources are allocated to key business priorities, applying a 'risk/reward' mindset when planning and investing in research activities.
  • Functional Development: Stay updated with industry trends and the latest methodologies, encouraging experimentation to evolve research techniques and sharing knowledge to upskill the team.
Requirements
  • 8+ years of experience in an insights/market research/analytics role, preferably within CPG.
  • Strong knowledge of POS/Household Panel data tools such as Nielsen, Spins, Numerator.
  • University degree required, ideally in business/marketing or a quantitative discipline (e.g., statistics).
  • A master's degree with a concentration in marketing, research, or quantitative analysis is an asset.
  • Strategic thinker with the ability to apply insights and analytical rigour across all stages of the 'consumer/shopper decision journey' (pre-shop, shopping occasion, post-shop).
  • Comfortable with both high-level strategic thinking and detailed, hands-on work.
  • Expertise in working with suppliers for: Marketing Mix Modelling, Equity Tracking, Product Testing (CLT, HUT, Concept Testing) and Segmentation studies.
  • Strong, broad-based knowledge of business practices, marketing principles, product development, and ideally, manufacturing processes.
  • Exceptional analytical skills and deep knowledge of a wide range of quantitative and qualitative research methodologies/techniques.
  • Awareness of emerging consumer/shopper trends.
  • Proven experience as a champion for the consumer/shopper, adept at integrating insights into day-to-day decision-making.
  • Ability to communicate complex concepts to individuals with diverse backgrounds throughout the organization.
  • Track record of building and maintaining strong consulting relationships across functions and levels of the organization.
  • Skilled at managing conflicting interests and effectively interacting across functions.
  • Proven ability to learn from colleagues and contribute value to their thinking.
  • Recognized as a key partner and someone capable of communicating and selling ideas internally.

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